How to Make Your EVP Stand Out in a Sea of Buzzwords
A solid Employee Value Proposition (EVP) can be the difference between you getting incredible talent or losing out to a competitor. It can also be the deciding factor of your retention, influencing your culture and in some cases dictating the happiness of your people.
If your EVP still reads as "dynamic, inclusive, and collaborative," brace yourself, so does practically every other company. Buzzwords might seem impressive at first glance, but they quickly blur into white noise. Candidates have heard it all before. To stand out, your EVP needs substance, not clichés.
What Candidates Actually Want
The truth? Candidates aren't searching for flashy buzzwords. They're looking for authentic insights into what it's truly like to work at your company. They crave genuine stories from real people and solid proof that your values aren't just statements on a wall.
Think about your candidate journey. Do your career pages and job ads offer real testimonials, vivid insights and compelling examples? Or are they stuck on repeat, spinning the same old jargon that leaves potential talent bored or sceptical?
How EVP Gets Lost in Buzzwords
So, where does it go wrong? Most businesses start with the best intentions - trying to sound attractive and competitive. But somewhere along the way, authenticity often gets replaced by vague generalities and copy-paste buzzwords. Words like "innovative culture" and "fast-paced environment" lose their meaning, causing your EVP to fade into the background.
When your EVP lacks real-world examples and authentic stories, you're effectively invisible to candidates. Worse still, generic promises can backfire if reality doesn't match the expectation you've set.
The EVP Audit: Would This Appeal to You?
Let's put your EVP to the test. Ask yourself honestly: if you stumbled across your company's career page today, would you feel genuinely excited to apply? Would the content speak to you, or would you skim past, indifferent?
Conduct a quick EVP audit:
- Does your EVP highlight specific examples of your company culture?
- Are employee stories visible and compelling?
- Can candidates see clearly how they'd benefit from joining your team?
If your EVP doesn’t pass this simple self-test, it’s time for a refresh. The secret sauce to creating a water-tight EVP is ensuring that all obvious questions have been answered. Using your critical thinking skills when developing your new and improved EVP will enable you to fill in the blanks for people and provide them a solid playbook that has facts, insights and examples throughout.
Incredible EVPs in action
There are three EVPs that we think ‘nail it’ in terms of how they present themselves to the market as well as how their EVP has been received.
#1 Netflix - freedom, responsibility, excellence
Netflix’s EVP centres on freedom, responsibility and excellence. Instead of promoting perks, Netflix promises an environment where you’re trusted to make decisions, surrounded by exceptional colleagues and given the freedom to do your best work without bureaucracy.
Their culture is built on the idea of “people over process”, empowering employees with autonomy while expecting accountability and top-tier performance in return. Leaders provide context, not control and pay is kept transparent and competitive to reflect trust and value.
In short, Netflix’s EVP is about working with great people, doing impactful work and being treated like an adult; a simple, authentic formula that’s made it one of the most admired cultures in the world.
Marriott International – Begin, Belong, Become
Marriott’s EVP is built around three simple pillars: Begin, Belong, Become; reflecting the employee journey from starting out to finding community and growing long-term. It captures the brand’s people-first ethos and the sense of belonging that defines hospitality.
Each stage speaks to a different point in an employee’s career, showing that Marriott values both new starters and seasoned professionals equally. The structure is clear, memorable and emotionally resonant, making the EVP more than a slogan - it’s a promise of personal and professional growth within a global family.
L’Oréal - Thrilling Experience, Inspiring Environment, School of Excellence
L’Oréal’s EVP blends aspiration with opportunity, presenting the company as a place where ambition meets growth. The promise of a “thrilling experience” captures the energy of the beauty and fashion world, while the “school of excellence” speaks to ongoing learning and development, hallmarks of L’Oréal’s culture.
It positions the brand not just as an employer, but as an accelerator of talent and creativity. This mix of excitement, inspiration and skill-building makes the EVP deeply appealing to people who want to evolve, innovate and make an impact within a global powerhouse.
Tactics That Work
Ready to ditch the clichés? Here's how you can bring your EVP to life:
- Employee Spotlights: Showcase real employees. Share their journeys, successes, and even their challenges. Candidates relate best to authentic, personal narratives.
- Behind-the-Scenes Content: Let candidates peek behind the curtain. Use videos or social media stories to highlight a day in the life at your organisation - meetings, events and everyday interactions. Realness resonates.
- Showing, Not Telling: Don’t just say you offer flexibility - demonstrate it. Share stories of how specific team members utilise flexible working hours or remote opportunities to thrive professionally and personally.
You Don’t Need New Words, You Need Better Stories
The bottom line? Your EVP doesn’t need more flashy adjectives or overused jargon. It needs authenticity, clarity and storytelling. Great stories are memorable and emotionally engaging; they stick with candidates long after they've left your website.
So, trade buzzwords for real experiences and watch your EVP transform from generic to genuinely compelling. Because the best talent doesn't want promises - they want proof.
